ITV has signed a product placement deal with telecoms giant EE that will see an EE store open up on Coronation Street.
The UK's most-watched soap has had integrated product placement in place on screen for the last decade, most notably with Costa Coffee and the Co-op, both of which opened local branches near the street's dedicated tram stop three years ago.
The latest deal will see EE move into the space formerly occupied by Costa, initially as an EE-branded hoarding starting this Monday (September 20) before the store opens fully later in the year.
As part of the arrangement, characters will be seen carrying EE shopping bags, while EE employees will also be seen in the background during future episodes.
"The shopfronts in Coronation Street are the pinnacle of Product Placement on British TV and I'm thrilled to have EE's newest retail store on the cobbles," said Mark Trinder, ITV's director of commercial partnerships.
"While we can't see the full shopfront on screen just yet, the team are working hard to build it for the 'opening' later this year."
Earlier this year the Co-op renewed its deal to keep the Weatherfield branch open for at least another three years.